By Constance Semler published April 19, 2011

New LinkedIn Company Pages: A Step-by-Step Guide for Content Marketers

I used to think of LinkedIn as a tool for recruiting, job hunting and professional networking. Now with the launch of Company Pages, LinkedIn may also become a powerful tool a content strategist can use for content marketing.

Now out of beta, Company Pages are far more useful to marketers than the Company Profiles feature that LinkedIn launched in March 2008.

Don’t be put off by this positioning or even by the name. Company Pages are suitable for all types of organizations, from non-profits and governmental agencies to large corporations and small businesses.

For some of you, it’s quite possible that your company has LinkedIn Company Pages, but no one at your company is aware of them.

What are Company Pages?

I think of LinkedIn Company Pages as an organization’s home away from home.

You may have heard the adage be found wherever your customers are found. On LinkedIn, an individual has a “home” in the form of a profile, and now, a company has a “home” in the form of Company Pages.

Company Pages consist of four main tabs, three of which are public (i.e., visible to all LinkedIn members).

Overview: This public tab lists info such as:

  • Basic information about your company (e.g., location, number of employees and industry)
  • Information about new hires and employees, including the viewer’s degree of separation
  • Twitter and blog feeds plus a “follow company” feature

Careers: This is another public tab displaying job postings. With a paid Silver or Gold account, you can add rich content such as videos. You can also customize multiple versions of your Careers page that will display relevant content for targeted audiences.

Product & Services: Under this public tab you can:

  • Post descriptions of your key products and services
  • Receive product and service recommendations
  • Add content such as videos and promotions
  • Purchase recommendation ads to showcase recommendations for products and services and seek more of them
  • Get the recommend” button to place on your website along with each of your products and services.

Analytics: This is a private tab visible only to LinkedIn members with administrator access to your Company Pages. Alternatively, if you haven’t set up administrator roles, this tab is visible to all current employees who are LinkedIn members with valid e-mail addresses under your company domain.

Two analytics let you benchmark your company against similar companies:

  • Number of overall page views and page views by tab per month
  • Number of unique visitors per month

You can also view the number of clicks per month on each link on your Products & Services page, as well as your company’s number of followers per month by industry, function and company.

Don’t assume you don’t have Company Pages

Think you don’t have LinkedIn Company Pages? Think again. If any of your employees are LinkedIn members with valid e-mail addresses under your company domain, you have Company Pages. These default Company Pages contain data available on LinkedIn as well as a company description using information gathered by LinkedIn partner CapitalIQ.

How to get started with Company Pages

Here are the steps to follow if you want to control what appears on these pages:

1) Log into LinkedIn, then under the “Companies” tab in the main navigation menu, select your current company from the drop-down menu. First-time visitors may be surprised!

2) Set up your administrator role. You can decide if all employees with a valid email address can access the pages or specific people only. If you designate specific people, remember to include yourself in the list, and note that you must be connected on LinkedIn to any other members you designate as administrators.

3) Set up your profile to include:

  • Company name (required)
  • Company size (required)
  • Website (required)
  • Industry (required)
  • Operating status (required)
  • Year founded (optional)
  • Company location – up to five locations (optional)
  • Logo – a standard and a square logo (optional)
  • Company description (required)
  • Company specialties (optional)
  • Twitter ID (optional)
  • RSS feed (optional)

You can also decide if you want news about your company to be displayed.

LinkedIn Company Pages are powerful

To understand the power of Company Pages, imagine the following scenario. I’m an IT executive linked to other IT executives on LinkedIn. While logged into LinkedIn, I see that one of my peers has recommended a firewall product offered by XYZ Enterprise Software. Because I value my peer’s professional opinion, I investigate by:

  • Reading the recommendation and the product description on XYZ Enterprise Software’s LinkedIn Company Pages and linking to the company’s website
  • Contacting my peer to learn more about her experience with the firewall product and the company
  • Asking my peer to provide me with an introduction to her contact at XYZ Enterprise Software.

Visit the LinkedIn Company Pages of StrongMail Systems, Philips and (of course!) LinkedIn to see examples of organizations making good use of Company Pages.

Know what’s involved in using LinkedIn Company Pages

Learning the ins and outs of LinkedIn Company Pages will take time. I’ve researched Company Pages since their release last November, and it’s not easy to find detailed guidance. You have to sift through entry after entry in the Help Center section of the LinkedIn website.

Here are some of the most helpful tips for content marketers:

Control
Keep in mind that until you set up administrator roles for your Company Pages, any employee with a valid e-mail address linked to your company domain can modify your Company Pages.
Which department should be responsible for your Company Pages? Who should be the designated administrators? When will you “lock down” your Company Pages by setting up an authorized administrator?

Content strategy
If you have a content strategy for the planning, creation, implementation and governance of your online content, then you’ll need to integrate your Company Pages into your strategy. Even if you don’t have a full-fledged content strategy, you’ll want  your Company Pages to be consistent with your other online content.

Scale
For companies with dozens, hundreds or thousands of products, creating and maintaining product descriptions on LinkedIn is difficult to manage with the current tools. Be selective about adding content under the Products & Services tab.

Freshness
The good news for content marketers is that you can use much of your existing online content in your Company Pages. To keep the content fresh and interesting, rather than just rehash your main website content, you may want to create some content specifically for your Company Pages.

Are you using LinkedIn Company Pages? If so, please share your insights.

Author: Constance Semler

American and Canadian, Constance Semler is a content strategist and content marketing consultant in Toronto. At Constance Semler Content and Strategy, she helps people in all types of organizations do more with content. Drawing on her experience in marketing, new product development, and product management, she asks lots of great questions and listens intently. Connect with Constance on Twitter: @consemler.

Other posts by Constance Semler

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  • http://www.writetoincite.com Michele Dortch

    I created a Company page on LinkedIn for my small business — initially just to try it out, but I’m slowly finding greater use for it and may push it up in my social media/content marketing strategy over time. Here’s why: I receive recommendations of my professional work on my individual profile, but often my clients will hire me again and again. I don’t want to lose the original recommendation to a new one (most of the time) so I’ve started to ask clients to visit my Company page where they can provide a recommendation for a specific service I delivered.

    I plan to play with LinkedIn pages more in the coming months so we’ll see what happens. Thanks for the great post Constance!

    • Anonymous

      Thanks for your comment, Michele. You make an excellent point about getting multiple recommendations from a client, which Company Pages allow you to do when you list multiple products and services. Small business owners looking to grow their businesses beyond themselves as the “product” can use that same strategy to draw attention to the value of their offerings.

      Incidentally, I found out about LinkedIn Company Pages while working on a client project involving testimonials. The dilemma was that the testimonials were really about my client’s services and about the whole team, not about one person.

      Now, individual employees can still seek recommendations which stay with them when they move to other companies, whereas Company Pages product and service recommendations stay with the company and build its reputation.

      Thanks for sharing!

      • Helen

        I have a question about adding a Twitter feed to a LinkedIn Company Page. My company page only has the ability to add a Blog and not Twitter so I approached LI Customer Support. I have subsequently been told that this functionality is not available yet. I notice on you LI Company page that you also don’t have a Twitter feed. Has this functionality been removed since this Blog was posted? Regards, Helen
         

        • Constance_Semler

           Helen, you’re right. When I wrote the article, there was an option to include a Twitter ID, but that’s not available right now.

  • Manofglass84

    Thanks for the info. I didn’t know about this.

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  • http://www.linkedin.com/in/mdyoder Michael D. Yoder

    The enhancement LinkedIn has made to their platform going from Company Profiles to Company Pages is as significant as the enhancements they made to the group section of the platform in the last couple of years. When they did, groups exploded to where they now have over 900,000 groups! Likewise, I think we will see significant growth in the number of companies creating, maintaining and utilizing pages on LinkedIn. Thanks for your post, Constance. Well done!

    • Anonymous

      Hi, Michael. Thanks for your comment. I, too, consider the enhancement to be pretty major, and still, Company Pages seem to be under the radar. They’ve been out of beta for almost two months, I believe. I have my own theory about it, but what’s your take on why adoption is slow?

  • http://twitter.com/doublejay8 Jayanth Jagadeesh

    Extremely insightful. Thanks.
    I’m sharing the link to this article with my contacts :)

    • Anonymous

      Glad you liked the article, Jayanth, and thanks for sharing it with your contacts!

  • Anonymous

    Good article Constance! I found you after seeing you “liked” a post on BrainTraffic.com’s site. I figured that if you found value in that article then I probably should read the one you wrote.

    Our firm learned about the new LinkedIn pages when we read about it on Mashable or some industry news site like that. We “got it” in regards to the value that this could bring from a marketing stand point. Your analysis of it is dead on and I actually noticed that we left out some crucial parts to our company page after reading through your breakdown.

    Thanks for sharing…we’re definitely going to write something about this on our blog and we’ll be sure to send a link this way!

    • Anonymous

      Hi, there. For some reason, I’m not getting comment notification, so I just noticed your comment. I’m glad you found the article helpful. I’d love to read your blog post when it’s ready and learn about how Company Pages are working for you. Please send me a DM on Twitter.

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  • http://www.mybizonlineservices.com Roger

    Great article.  LinkedIn could become a powerful marketing force.

  • http://www.johngraymarketing.com.au John Gray, Law Firm Marketer

    Thanks Constance.  I’ve been working with client’s linkedin company profile pages for a while now but up to this point had lacked a nice cohesive explanation of the benefits and best approach.  Much appreciated.

  • http://www.cavesol.com Caveman

    Thank you. This helped a lot in building a company profile on LI. Does anyone know about a good site about the keyword strategies etc on these LI company profiles? What’s the best way to generate views? Has someone tried the LI ads program? 

  • Marketing

    Hi,
    I set up a company page for my company on LinkedIn through my own personal account, but now the problem I’m facing is that when I do a google search of my company – “abc company on LinkedIn”, my company page does not show up.

    Does any one have any ideas of how to fix this problem? Thanks!

  • http://www.signsallsigns.com/ Nelson

    yes, the surprising web every day, and more and more every company or personcorporation has its home sites on the web, some others prefer a blog tools other massemail, etc. The objective is always the same, to present something, learn about somethingand then have some benefit: sell more, or have more followers and therefore more popular,as everything has to earn more money …. linkedin is the best example

    thank Mrs. Constance Semler

  • Tracy

    When I do a search for my company on LI to get the perspective from a non-admin, I see Ads that are definitely NOT what I want viewers to see when they see my company page. Must I upgrade to control these ads?

  • irod

    i have a company page and i want to invite people in Linkedin to follow it but i have trouble in doing it. which is the way?

  • hellsone

    great article regarding the company page in LinkedIn. Will you give some info about career page and its process of adding to company.
    Thank thank tou